at heart
Led the full build-out of NIF’s brand platform: narrative and messaging, GTM, international, regional and local communications, external and internal stakeholder engagement, thought leadership, and the operationalization of the marcomms department, in addition to advising NIF’s portfolio companies on brand, communications and engagement in the Saudi ecosystem.
Every strategy and plan I build is anchored to clear business objectives and the metrics that move them. I bring vision, energy and discipline to everything I do, and I am relentless about constantly optimizing and raising the creative bar.
Launched the region’s first luxury mixed-use island, Nurai, achieving AED 1B in sales and doubling Abu Dhabi’s price benchmarks.
Led the strategy, concept and development of Abu Dhabi’s successful 2016 bid, commissioned by the Crown Prince Court.
Foundations earned at some of the world’s best marketing & comms consultancies in the first half of my career; the second half spent putting them into practice across brands and industries.
My AI fluency is self-taught, earned the only way it can be: by practice, not theoretical courses. I build with it daily. This proposal is one example: created from scratch, with multiple AI agents I built, end to end.